Case Study
How we Turned Hype into Sales with a Seamless Pre-Launch Strategy
mdlondon
About the brand
mdlondon, founded by celebrity hairdresser Michael Douglas, is an electronics and educational haircare brand known for innovative styling tools and helping their customers achieve salon-perfect hair, at home.
Leveraging the success of previous product launches of their BLOW hair dryer and STRAIT hair straighteners, mdlondon aimed to introduce their new groundbreaking product – the WAVE. A multistyling hair tool that was unique and new to market.
56% increase in sales compared to Black Friday/Cyber Monday.
The Challenge
The primary challenges we were faced with included:
- Introducing a unique product in a highly competitive market, where numerous established brands already had strong customer loyalty
- Acquiring new customers who may be hesitant to switch from their current, preferred brands or try a new product
- Communicating the product’s unique and differentiating features effectively to potential customers will capture their interest and convince them of its value
- Successfully launching the product without relying on discounts or price reductions
The Strategy
A strategic teaser campaign was executed where minimal product information was shared to pique interest. As the launch date drew nearer, more detailed information about the product was gradually released. This approach helped maintain excitement and keep the audience engaged.
This phase was initiated to focus on driving engagement and sign-ups through email, SMS and paid activity. The goal was to build anticipation and curiosity among current and potential customers.
We integrated with META to drive sign-ups, launching a lead generation campaign that automatically triggered a welcome flow. This seamless integration ensured that new leads were immediately engaged.
A key aspect of the campaign was the tailored messaging strategy. Different messages were crafted for previous customers and new prospects to ensure the communication was relevant and engaging for each group. This segmentation allowed for more personalised interactions and improved the overall effectiveness of the campaign.
The launch strategy was carefully staggered to maximise impact. This started with SMS marketing due to its higher conversion rates, followed by email marketing and then to paid advertising. This sequential approach ensured that each channel was utilised effectively to drive conversions and achieve the desired outcomes.
The Results
- 126% increase in subscribers during the teaser campaign
- 56% increase in sales compared to Black Friday/Cyber Monday.
- 51% of first-day sales came from email and SMS
- 415% increase in sales from January 2024.
- 2806% increase in sales from February 2023
